ABSTRACT
In response to the global movement around women that took hold in the mid-2010s, sports and entertainment agency Wasserman launched The Collective, a women’s focused division of the company. The Collective directly addresses Sustainable Development Goal (SDG) 5 (gender equity) by producing research, driving the conversation, and finding solutions that can advance women in sport. Specifically, The Collective brings under one roof Wasserman’s two decades of expertise in marketing to and through women, creating landmark deals for their clients and simultaneously serving brands’ needs. Additionally, The Collective Think Tank is a global consortium of today’s greatest academic minds and industry leaders that are working together on insights that drive actions to create a world of parity. This chapter shows how change for women in sport is—and will be—a collective effort.
